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U.S. Mobile Video Services Markets
Frost & Sullivan, Nov 2007, Pages: 54
Mobile Video Services Market Gets a Leg up as U.S. Mobile Subscribers Finally Gain Access to a Various Mobile Video Services and Content
Mobile video services have made a huge splash in the U.S. market and mobile operators have declared it the mainstay of their next-generation consumer content initiatives. They are offering both mobile video streaming and download services over cellular networks and have also commercially launched mobile broadcasting services. 'Penetration of capable handsets is increasing rapidly, and it is only a matter of time before consumers adopt some form of mobile video service,' says the analyst of this research service. 'The challenge then is to persuade the subscribers to try these services first – mobile operators are hopeful that the enhanced user experience will result in many subscribers continuing to use mobile video.'
A short trial period can significantly drive the uptake of mobile video services. Operators need to initiate aggressive awareness campaigns to communicate the value of mobile video. 'Mobile video services are finally making an impact in driving data revenues and with the introduction of mobile broadcasting services, premium mobile video revenues will increase sharply,' notes the analyst. 'Operators are also looking at avenues such as mobile video advertising, peer-to-peer content sharing, and others to supplement mobile video revenues.'
Wide-ranging Mobile Video Services and Content Attract More Users
Compelling content, multiple application types, social networking, mobile advertising, and mobile broadcasting services are some of the developments that influence the mobile video services market. As both linear video and made-for-mobile video content are available to subscribers, the overall mobile video services market is expected to expand briskly. Besides, leading U.S. off-deck mobile content providers have made available downloadable short mobile video clips for viewing on the handset. Other popular services include mobile social networking services such as enabling the upload of videos to users’ online profiles.
Interestingly, the United States is one of the few regions where competing multicasting technologies can be deployed. While QUALCOMM’s MediaFLO USA’s service is the sole commercial mobile video broadcasting service presently, mobile operators will partner with broadcasting service providers to surmount spectrum and network limitations. Participants can improve end-user experience through high-quality mobile video broadcasting services and thereby, expand in the market. 'The present focus of the participants is to offer innovative content and persuade more content providers to join the mobile video market,' observes the analyst. 'Both unicast and broadcast content will serve important roles within the ecosystem, and operators are likely to rely on their own networks for differentiation while common services continue being offered over broadcasting networks.'
Expert Frost & Sullivan analysts thoroughly examine the following market sectors in this research:
- Premium mobile video streaming services
- Premium mobile video download services
- Mobile video multicast services
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